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Eddie Howe is not prone to histrionics or sweeping media statements. Based on his usual demeanor, his media briefing after the weekend's loss to West Ham counts as a furious outburst. Newcastle took an early lead but West Ham were ahead by half-time, while also striking the woodwork and having a penalty overturned by VAR, leading Howe to execute a three substitutions at the half-time.

“That was the frustrating thing about the first half,” Howe stated. “I almost could have taken anyone off and I believe that was a reflection of our performance level in that moment during the match and it's extremely uncommon for me to have that impression. In fact, I don’t think having done so since I’ve been head coach of the club, so I felt the squad required some shaking up at half-time. That’s why I did what I did.”

Anthony Gordon, Nick Woltemade and Emil Krafth were substituted at half-time and the team did stabilise to an extent in the latter period, but never really looking like they might fight back into the contest against an opponent that had won only one of their last nine league matches. Given how packed the centre of the table is, with just three points separating the top spots from mid-table, and a nine-point margin between the upper and lower ranks, a sequence of 12 points from ten matches has not left the Magpies stranded but, equally, they must not finish the season in 13th.

The Problem of Perception

The challenge partially is one of perception. In the Saudi Public Investment Fund, Newcastle possess the richest owners in the globe. The expectation at the time the PIF bought a majority stake of the club in recent years was that it would bring a transformative effect, similar to the former Chelsea owner had at Chelsea or the City Group did at the Etihad. The distinction is that both of those investors assumed control before the advent of financial fair play rules (while the current allegations against City relate to whether they violated those guidelines once they were implemented).

Profit and sustainability restrictions restrict the capacity of owners, no matter how wealthy, to spend money on their teams and therefore probably might have slowed any Middle Eastern attempt to elevate the team to the level of City. However it wasn't necessary for the club's spending to have been so restrained as it has; they might have spent more and remained within the limit – or simply taken a fairly minor European penalty given their major problem is primarily with the continental than the Premier League rules.

Stadium Spending and PSR Rules

Additionally, infrastructure spending is exempted from Profit and Sustainability assessments; the easiest method to raise income to generate additional PSR headroom would be to expand or renovate the arena. Considering the location of the home ground, with protected structures on multiple sides, practically that probably implies building an completely new stadium. Rumors circulated in spring of potentially undertaking the short move to a local park – opposition from local groups might have been surmounted with a commitment to create a new park on the existing ground location – but there has been any progress on that plan. There has occurred substantial cutbacks from the PIF on a range of initiatives as it shifts focus on domestic affairs; the attitude to the football club seems completely in keeping with that strategic shift.

The Alexander Isak Saga

The star striker episode was arose from that tension. A more confident management could have portrayed his sale as essential to free up funds for additional spending; rather there was a vain attempt to keep him. This resulted in Newcastle began the season amid a feeling of disappointment despite the acquisitions of several new players. The opening was indifferent: a single victory in their initial six fixtures.

Yet it appeared a turning point was reached. They secured five victories in six matches prior to the weekend, a run that featured convincing wins of a Belgian side and Benfica in the Champions League. That’s why the performance against the Hammers was so surprising. The problem perhaps is that Newcastle’s approach is extremely intense, high-energy; a minor decrease in energy can have profound effects. Maybe the strain of Premier League, European and Carabao Cup competition, five games in a fortnight, had got to them. Woltemade featured in all five games and looked particularly weary.

Reality of Modern Soccer

That’s the nature of today's the sport. Coaches have to be prepared to make changes. The manager has been unlucky that Wissa’s injury has left him short of forward choices but, no matter how reasonable the explanations, the weekend's performance was unacceptable –especially after taking the lead at a stadium primed to turn on its home team.

Howe will hope it was merely a temporary setback, one of those days when everybody is below par simultaneously, but if the Magpies are to secure the Champions League in the future, not to mention one day launch an actual title challenge, they cannot be as inconsistent as this.